Misto Holdings announced on the 13th that its fashion brands Rest & Recreation (RR) and RAIVE, which it operates in China, will each conduct collaboration campaigns with Manner Coffee and Hello Kitty.

RR is launching the “Rest With Manner” campaign in partnership with Chinese local coffee brand Manner Coffee. The project combines fashion and food & beverage under the theme of taking a relaxing break with coffee in the city.

From this month, key stores such as the Shanghai Xian Dream Center branch and the Suzhou Mixworld branch will be operated as collaboration-themed spaces. Customers who purchase RR products will receive a beach bag and beach towel, while Manner Coffee stores will sell tumblers and special package coffee featuring the collaboration logo.

RAIVE has released a “Hello Kitty Rock Star” capsule collection in collaboration with Sanrio character Hello Kitty. The products target China’s “520” season, a time when couples express their feelings, as the Chinese pronunciation of the number 520 sounds similar to the phrase “I love you.”

The collaboration products have been sold at major offline stores in China since mid-May. RAIVE has presented apparel and accessories that reinterpret Hello Kitty’s design elements with its own sensibility, and has also run promotions offering collaboration shopping bags and limited-edition cosmetic pouches.

Misto Holdings is pursuing marketing that leverages global intellectual property (IP) and local Chinese companies in order to expand its K-fashion distribution business in Greater China.

Misto Holdings operates the licensing and distribution business for Korean fashion brands such as Marithe Francois Girbaud, Matin Kim, RR, and RAIVE in mainland China and Hong Kong. In addition to supplying products, it is responsible for operating local offline stores, online sales, marketing, and live commerce.

According to the company, its Greater China business in the first quarter of this year recorded double-digit growth compared with the same period a year earlier. Expanded sales of Marithe Francois Girbaud, Matin Kim, RR, and RAIVE contributed to the performance improvement.

As of the end of the first quarter, Misto Holdings operated about 80 offline stores in Greater China. The company has set a goal of increasing the number of stores to more than 100 within the first half of the year.

The current campaigns are being run by linking offline stores with wanghong (online influencers), creator content, and live commerce. Misto Holdings uses its own live commerce studio and content production facilities to handle everything in-house from campaign planning to production and distribution.

Misto Holdings plans to increase touchpoints with Chinese Generation Z consumers by producing content that reflects the characteristics of each brand and season, rather than relying on one-off influencer sponsorships. Through the collaboration with Manner Coffee, it aims to raise awareness of RR among Chinese consumers, and through the Hello Kitty collaboration, it intends to strengthen communication with RAIVE’s core customer base of Gen Z female consumers.

A Misto Holdings official said, “This collaboration is a project that demonstrates the brand operation and marketing capabilities accumulated in the Chinese market,” adding, “By collaborating with local companies and global IP, we will expand brand experiences and broaden contact points with Chinese consumers.”

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